Doing it for the kids

RM's subsidiary Dacta will get its hands on Lego's products - from early learning toys to more complicated robots and mechanical products to help kids pick up hands-on building skills, teamwork and mechanical skills.

The deal starts in January next year and the two companies will form a joint venture, 51 per cent owned by the Danish brick maker.

The 10-year deal covers products aimed at kids aged up to 16. RM said nine out of 10 teachers believed Lego products had direct relevance to the curriculum.

The Lego company is still owned by the Kristiansen family, which started it in 1932, and still based in Denmark.

In other Lego news - the company lost a trademark case yesterday in the European Court of Justice to trademark its eight-studded bricks. This would not give them exclusive manufacturing rights but would trademark images of the brick.

Three-dimensional shapes can be trademarked - like the Coca-Cola bottle - but the court found the brick was functional. Lego originally successfully trademarked its 2X4 brick but this was later overturned following an appeal by Canadian firm Mega Bloks. ®